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Updated: December 2025
Content shapes how people connect with your business. It's not just filler on a website or captions on social media, it's what people notice first.
The way you write determines whether someone understands what you do, feels like it matters to them, and chooses to take action.
Why content matters
Your audience sees your content everywhere: on your site, in a newsletter, in an email, or while scrolling through social media. They're also now reading it through AI tools like ChatGPT, which pull your words into answers and summaries.
On Google or TikTok, your content helps people find you.
On Instagram or LinkedIn, your content helps people stop scrolling and pay attention.
In an email or newsletter, your content helps people decide if they want to click through or keep reading.
In ChatGPT or other AI tools, your content is often the raw material for the responses people see, so clear, straightforward writing increases the chance your business shows up in useful ways.
No matter the platform, the same rule applies: if your content feels complicated or too polished, people move on. If it feels straightforward and human, people stick around.
How to approach it
Forget jargon. Forget “corporate speak.” Write like you’d explain it to a friend. That doesn’t mean dumbing things down. It means making sure your words are easy to follow and feel natural.
People skim. They jump between platforms. They read quickly. So your words need to work in short bursts as well as longer pieces. And now, with AI tools summarizing content, your words need to be clear enough to be pulled into those summaries without losing meaning.
Practical takeaways
Instead of a checklist, think of it this way:
Say what you mean. If you wouldn’t say it out loud, don’t write it.
Keep it simple. Long sentences and buzzwords lose people.
Make it useful. Every line should help someone understand or decide what to do next.
Be consistent. Whether it’s a blog, a caption, an email, or content that might be surfaced in ChatGPT, keep the same tone so people know it’s you.
Why this matters
Content is how your audience decides if they want to engage with you. Whether they’re searching, scrolling, reading an email, or asking ChatGPT, your words should make things easy to comprehend, and worth their time.
